MUMBAI: No kidding around! Kid‘s channel Nick India Nick India registered a 70 per cent ad revenue growth in FY10 as the channel added new clients to its rooster even as it devised ways in which existing clients could up their spends during the year.
Says Nick India SVP and GM Nina Elavia Jaipuria, "Recession did make advertisers cautious spenders. But we teamed together with our clients to devise various brand activation strategies to create a direct consumer connect. While we added 30 new advertisers to our client list growing our brands to 309, many existing clients increased their ad spends during the year on the channel,"
Jaipuria notes that while a chunk of this revenue flowed in from kids advertisers such as Nestle and GSK, various non-kids category too participated in this revenue upswing. These include categories such as FMCG, banking & insurance, telecom and DTH.
"While our core TG is the 4-14-year-olds, kids channel also generate a lot of co-viewing through young parents and other family members. This is because Indian homes still run as single TV households," she explains.
This year, Nick is aggressively pushing for a 40 per cent ad growth over the previous fiscal, with a major thrust on customized brand solutions.
Informs Jaipuria, "We will concentrate on creating campaigns around advertisers that go beyond television and bring in the touch-and-feel factor. We will look at making the brand tangible while leveraging our platform. We are also planning to increase our ad rates. And now that Nick has stepped into the South zone, we will also target the south-based retail clients to add to our client base."
The channel is also looking at generating additional revenues from licensing and merchandising (L&M). "We have taken only additional steps in L&M but we have strong growth plans for this segment this year," she informs.
Nick is also planning to expand in the areas of localised animated content, with some shows which are to be produced in India.
"While acquisition has to come as part of the content creation module, adding the localisation thrust will balance the acquisition vs local content mode, which in turn will help to get the right return on investment," she avers.
